NOTICE OF THESIS EXAM TRIANDITA PUSPITASARI 202000010005

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NOTICE OF THESIS EXAM

TRIANDITA PUSPITASARI

202000010005

 

December  18, 2023, 1:00 PM

Building C, Room 706

 

Adviser              : Yanti, Ph.D.

 

Examiners      : Dr. Anna Marietta da Silva & Dr. Engliana, M.Hum

 

Title

AN ANALYSIS OF PERSUASIVE DISCOURSE AND SOCIAL FACTORS  IN HEALTH PUBLIC SERVICE ADVERTISEMENTS IN SINGAPORE: A MULTIMODAL APPROACH

Abstract

Given the widespread of vaccine hesitance across the world during COVID-19 pandemic, it is interesting to investigate how Singapore, as a small dense population country, managed to perform successful vaccination campaign through the form of infographics and poster which were released in the official Ministry of Communication and Information, Gov.sg.

 

Previous research has examined the interaction between the textual and visual modes using a multimodal discourse analysis technique. However, only a few made an effort to examine social aspects as pervasive features in order to recognize and appreciate the realization of social elements to the research topic, such as attitude and beliefs, culture, socioeconomic factors, demography, skill education, and community.

 

The Systemic Functional Linguistics theory by Halliday (2013), Grammar of Visual Design by Kress and Van Leeuwen (2006), Integrative Multi-Semiotic Mode by Fey (2004) and Social Factors by Moola and Chilliers (2019) were utilized to illustrate the meaning     potential in visual and textual modes in creating persuasive messages on vaccination program on the entire advertisement materials (47 infographics and 12 posters) using qualitative method.                        Furthermore, the present study tried to find the realization of various social elements resources in both infographics and posters to communicative government goals.

 

From the textual mode perspective, the analysis revealed that positive persuasive language are used in delivering the message narrative to Singaporean public, avoiding the use fear appeals in the message as well as neglecting the use of Singlish as the colloquial language of Singaporeans. The visual modes emphasized narrative patterns, demand images, important and intimate distance, and high modality in colors. What is also significant, is the assertion function when both modes interact to create meaning. Furthermore, the social element was presented as the additional novel findings in the field of multimodal discourse analysis. Attitude and beliefs, culture, demographics, and skills and educations are the prevalent social elements that represented social reality in the society that helped to geared toward vaccination and its perceived effectiveness.

 

Multimodal modes and semiotic resources are prevalent in portraying social reality through the use of compelling visuals and positive appeals messages. The realizations of social factors that primarily complement the use and interactions of textual and visual modes in Singapore health PSAs serve as reinforcer and reminder towards vaccination program as a preventive solution to the COVID-19 health crisis in the country.

 

Keywords: Multimodal Discourse Analysis, Social factors, Persuasive language, Public Health Advertisements, COVID-19, vaccination program in Singapore, vaccine hesitancy.